Users' personality traits reveal different social media behavior characteristics. In order to explore the intrinsic relationships between personality traits and social media behavior, this study analyzes the influence of users' personality traits on social media content creation and information dissemination behavior, as well as the moderating effect of social presence. We collect users' personality data via questionnaires, crawl social media behavior data of samples from social media sites, and then establish regression models to test the research hypotheses. The results show that extraversion has a positive impact on content creation and information dissemination behavior, conscientiousness has a negative impact on content creation behavior, openness and agreeableness have no significant impact on social media behavior, and social presence has significant moderating effects on the relationships between personality traits and social media behavior.

The growing adoption of platforms such as Uber and Airbnb has contributed to the emergence of an access economy, which has disrupted a number of incumbent industries in the process. In this study, we examine goCatch, one of Australia’s largest e-hailing and ride-sharing multi-sided platforms. From our investigations, we find that the technology affordances of multi-sided digital platforms can help to deliver new commercial services and offerings to consumers of the platform, which enables new forms of consumption and, subsequently, disrupts the incumbent industry. Our findings provide the empirical premise for a model that illustrates the role of technology in enabling consumer recognition, consumer engagement, and consumer transposition in the e-hailing context. For theory, we build on extant literature to identify the forms of motivational affordances leveraged in disruptive platforms and technologies. For practice, we conceptualize the function of technology-enabled gamification as an emergent strategy that one can use to induce consumers to change their behaviors, develop their technical skills and drive innovation that plays a central role in enabling digital disruption. This study also clarifies the relationship between technology affordances and value creation against the backdrop of the emergent access economy.